Moreland Auto

What Moreland Auto does

Moorland Auto Repair is a family-owned, single-location independent automotive repair and preventive maintenance shop operating at 3890 South Moorland Road in New Berlin, Wisconsin since 1975. The shop services domestic and imported vehicles of all makes and models, offering a full-service menu that includes oil changes (conventional and full synthetic), tire sales and rotation, brake repair, high-performance suspension work, scheduled maintenance, diagnostics, electrical repair, engine and transmission service, heating/cooling and AC repair, wheel alignments, and state emissions testing. The shop uses parts equal to or exceeding manufacturer standards, with preferred supplier relationships with ACDelco (batteries), Amsoil (synthetic lubricants), TRICO (wiper blades), and Bumper to Bumper (parts and warranty), and relies on IDENTIFIX for diagnostic lookup.

The business runs on a direct-to-consumer model targeting individual vehicle owners and a small share of local business/fleet vehicles in New Berlin, Brookfield, Muskego, and Waukesha County. Revenue is generated transactionally through per-job repair fees (e.g., $63 full synthetic oil change, $120 Amsoil Signature Series oil change, $99.99 coolant flush plus fluid), parts and materials sales bundled into repair work, and emissions inspection fees. Customers engage via three channels: walk-in, phone scheduling, and a ShopGenie-powered online booking link. Marketing is hyperlocal, relying on Google Business Profile, Facebook, coupons/specials, and word-of-mouth referrals rather than paid acquisition. The operation is small (7 employees) and founder-owned, with no disclosed external funding, M&A, or executive team.

The shop positions itself as a cost-effective alternative to car dealership servicing while preserving original manufacturer warranties, and emphasizes same-day or while-you-wait turnaround, loaner vehicles, and upfront estimates. The technology stack is conventional — industry-standard repair equipment and diagnostic software rather than proprietary or AI-driven tooling — and the value proposition is anchored in local trust, technician expertise, and convenience rather than technical differentiation.

Name

Moreland Auto

Legal name

Moorland Auto Repair

Website

https://moorlandautorepair.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Moorland Auto Repair is a family-owned, single-location independent auto repair and maintenance shop in New Berlin, WI, serving individual vehicle owners and local SMBs in New Berlin, Brookfield, Muskego, and Waukesha County since 1975.

Ownership category

akta.pro rank

Headquarters

HQ city

New Berlin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Auto Repair Services: One-time transaction-based revenue from repair services including oil changes, tire services, brake services, suspension, diagnostics, electrical, engine/transmission, and heating/cooling/AC services. Revenue generated per service job with upfront payment.
2. Parts and Materials Sales: Sale of automotive parts including batteries (ACDelco), wiper blades (TRICO), and other components as part of repair services.
3. Emissions Testing: State-required emissions inspection services offered Monday-Friday with first-come-first-serve scheduling.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Moreland Auto is a family-owned auto repair shop that provides general automotive repair and maintenance services for consumer vehicles. Its service menu covers oil changes, tires, scheduled maintenance, brakes, suspension, electrical diagnostics, engine and transmission repair, heating/cooling, AC repair, emissions testing, and alignments, performed for individual vehicle owners at a single physical location.

Product overview

Moorland Auto Repair is a family-owned, full-service auto repair and preventive maintenance center offering a comprehensive range of automotive services. The core service portfolio includes oil changes (conventional and full synthetic), tire sales and services, scheduled maintenance, brake services, high-performance suspension, diagnostic services, electrical services, engine and transmission services, heating/cooling and AC repair, emissions testing, and wheel alignments. The company positions itself as a cost-effective alternative to car dealership servicing for all vehicle makes and models, domestic and imported. Additional services include a loaner vehicle program and online appointment scheduling. The shop operates from a single location in New Berlin, WI, and serves surrounding areas including Brookfield, Muskego, and Waukesha County.

Differentiator

Problem solved

Functional benefit

Products and services

• Oil Change Service Routine engine oil and filter replacement for consumer passenger vehicles, performed at the New Berlin shop for individual vehicle owners.
• Tire Services Sales, mounting, rotation, balancing, and repair of tires for consumer vehicles.
• Scheduled Maintenance Manufacturer-recommended periodic maintenance services for consumer vehicles, including fluid checks, filters, and inspections.
• Brake Service Inspection, pad/rotor replacement, and repair of brake systems on consumer vehicles.
• Suspension Repair Diagnosis and repair of suspension components such as shocks, struts, and steering components for consumer vehicles.
• Diagnostics and Electrical Repair Computerized and electrical diagnostics plus repair of vehicle electrical systems for consumer vehicles.
• Engine and Transmission Repair Repair and service of engines and transmissions for consumer vehicles.
• Heating and Cooling Repair Service and repair of vehicle heating and cooling systems, including radiators and related cooling components.
• AC Repair Diagnosis and repair of automotive air conditioning systems for consumer vehicles.
• Emissions Testing Vehicle emissions inspection/testing for consumer vehicles, supporting state/local compliance requirements.
• Wheel Alignment Wheel alignment service to correct vehicle tracking and tire wear for consumer vehicles.

Quantifiable outcome

• Most truck or car maintenance services can be done while you wait
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• ASE (Automotive Service Excellence)minorOthersASE certification for automotive technicians. Displayed as credential badge on website indicating technicians meet industry standards for automotive repair excellence.
• ShopGenieminorChannel Partner/ Reseller/ DistributorOnline appointment booking platform used for scheduling customer service appointments. Integrated booking link provided on website.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Jiffy Lube: National chain focused primarily on oil changes and preventive maintenance. Partial overlap with Moorland's oil change and scheduled maintenance offerings, but lacks full mechanical repair capability.
• YourMechanic: Mobile mechanic platform bringing certified technicians directly to customers for on-site auto repair and maintenance. Emerging alternative delivery model targeting the same convenience-seeking consumer segment Moorland serves.

Broad incumbents

• Goodyear Auto Service: National network of Goodyear-branded service centers offering tires, alignments, brakes, and general maintenance. Larger incumbent competitor leveraging a national brand for local consumer auto service.
• Pep Boys: National full-service auto care chain offering tires, maintenance, and repair. Larger incumbent with broader footprint and brand recognition than Moorland, competing for the same local consumer wallet share.

Direct peers

• Tuffy Tire & Auto Service: Regional full-service auto repair franchise offering tires, brakes, oil changes, diagnostics, and alignments. Closely comparable mid-sized footprint and full-service positioning in local consumer markets.
• AAMCO Transmissions & Total Car Care: Transmission-specialist franchise that has expanded into full-service auto repair (brakes, electrical, diagnostics). Comparable mix of transmission/engine work with general repair services for local consumer markets.
• Midas: National franchise providing general automotive repair including brakes, tires, exhaust, oil changes, and suspension. Comparable full-service auto repair targeting consumer vehicle owners outside dealerships.
• Meineke Car Care Centers: National franchise offering general automotive repair including oil changes, brakes, tires, and exhaust. Directly comparable full-service offering targeting local vehicle owners seeking dealership alternatives.
• Monro Muffler & Brake: Multi-brand auto service operator (Monro, Mr. Tire, Tire Choice) focused on undercar repair, tires, and maintenance. Comparable mid-sized footprint targeting the same cost-conscious consumer segment as Moorland.
• Christian Brothers Automotive: Multi-service independent-feel auto repair franchise emphasizing trust, honesty, and full-service offerings (oil, brakes, diagnostics, engine). Closest analog to Moorland's positioning as a values-driven general repair shop, though operating at national scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/moorlandautorepair
• LinkedInlinkedin.com/company/moreland-auto

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moreland Auto